Brands
Mastercard drops name to rely on logo
MUMBAI: Mastercard has announced the dropping of its name from the brand mark in select contexts. It has shared that the Mastercard Symbol, of interlocking red and yellow circles, will now stand on its own across cards. The mark will be accepted at all retail locations both in the physical and digital worlds, and major sponsorship properties.
The decision has been taken keeping in mind the continuous evolvement of the consumer and commerce landscape. The brand believes that the Mastercard symbol, which has been the hallmark of for more than 50 years, represents it better than one word ever could, and the flexible modern design will allow it to work seamlessly across the digital landscape.
Mastercard chief marketing and communication officer Raja Rajamannar said, “Reinvention in the digital age calls for modern simplicity and with more than 80 per cent of people spontaneously recognising the Mastercard symbol without the word 'MasterCard,' we felt ready to take this next step in our brand evolution. We are proud of our rich brand heritage and are excited to see the iconic circles standing on their own."
Partner at Pentagram Michael Bierut said, “We live in a time where, increasingly, we communicate not through words but through icons and symbols. Mastercard has had the great fortune of being represented by two interlocking circles, one red, one yellow, since its founding in 1966. Now, by allowing this symbol to shine on its own, Mastercard enters an elite cadre of brands that are represented not by name, but by the symbol: an apple, a target, a swoosh. Mastercard's two interlocking circles have always represented their commitment to connecting people. Now, that commitment is given greater presence by Mastercard's status as a symbol brand."
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
